Grassroot Activism as Corporate Social Responsibility: The Buz Stop Boys in Ghana

Abstract

This research investigates grassroots environmental activism as a form of Corporate Social Responsibility (CSR) in Ghana, with a particular emphasis on the Buz Stop Boys. Although corporations allocate substantial resources to formal CSR initiatives, grassroots organisations that engage in significant environmental efforts frequently face a lack of acknowledgement and support. This study aims to understand how grassroots movements correspond with CSR principles and to pinpoint avenues for their incorporation into established CSR structures. Employing qualitative content analysis informed by Legitimacy Theory and Stakeholder Theory, the research analysed 18 digital materials from March to September 2025, which included social media content, corporate collaborations, and community feedback. The data sources encompassed platforms such as TikTok, Facebook, Instagram, YouTube, and various news outlets. The results indicate a strong correlation between the activities of the Buz Stop Boys and fundamental CSR principles, such as environmental stewardship, transparency, and community involvement. Over a span of two years, the organisation successfully cleaned more than 600 locations and engaged 10,166 volunteers. The study highlighted the construction of multi-dimensional legitimacy through genuine community involvement, reciprocal legitimacy-stakeholder interactions, and a predominantly favorable public perception marked by institutional endorsement and spontaneous citizen backing. In conclusion, the study suggests that grassroots-driven CSR offers viable alternatives to traditional corporate strategies, highlighting greater authenticity and community participation. Recommendations include establishing systematic documentation practices for grassroots organisations, developing models for resource complementarity in corporate partnerships, and creating policy frameworks that promote the integration of grassroots efforts into formal environmental governance. This study challenges the prevailing corporate-centric CSR paradigms by demonstrating that effective social responsibility can stem from community-based organisations employing bottom-up strategies in developing regions.